Project Proposal for Media Marketing Course

Qarshi Jame Shereen

Jam e Shereen is a product of Qarshi Industries founded many years ago. Qarshi Industries Pakistan was
established in1968. They have more than 200 herbal plant-based production products. It has been
offering a blend of age-old Oriental and Greek herbal preparations with the latest advancements in
science and technology to provide safe and effective products to its consumers.
Purpose:
The purpose of this proposal is to highlight the fact that the product known as Jam-e-Shreen exists in the
market and the reason for choosing Jame-e-Shreen as a product to be revitalized is that their
competitors such as Rooh Afzah and TANG keeps the product in shadows while they divert the public
attention towards their own product through different PR tactics.
Objective:
Our goal and objective is to handle the product Jame-e-Shreen with such care that it can rise up-to the
level of their competitors and to enlighten the fact that Rooh Afzah isn’t the only red colored syrup
available in Pakistan and to be consumed on the holy month of Ramadan. And also state the fact that
summers is not the only season when Jam-e-Shreen should be consumed.
Strategy to meet above objectives:
In order to achieve these objectives, we may start a campaign by setting a theme first and then
repeating a slogan in the minds of people through Facebook page or Instagram page.
We may also create a hype by asking the audience to vote for its new flavors. Likewise, if possible we
may bring variation in the design of their packaging.
We may also use schools or NGOs to get the attention by the people to make them realize that company
is doing something good for the people as well.
Problems:
Qarshi Jame Shereen is losing its popularity in Pakistan due to many reasons:
1. Better competitors (Tang, Nauras, Ruhafza, Lemon up)
2. Poor Marketing
3. Less Innovation.
Life Cycle:
At present the product is at their declining phase, they need to be revitalized to increase their revenue.
PR Functions:
By media:
In order to reach out to people of different dimensions, Qarshi use advertisements on TV, especially in
the month of Ramadan, and several others. From our side for the promotion of the brand will be making
use of social media channels, to target the audience.
Target Audience
As it can be drunk by everyone, so there is no restriction here. We may target everyone.
Stake holders
Stake holders are the company workers and the target audience or consumers.